SEO, AEO and GEO: small tweaks = big visibility for your charity

As AI-generated answers increasingly dominate search results, charity marketers and comms professionals need to rethink how to ensure their content is actually seen. 

In this blog, I break down, using plain, jargon-free language, two emerging concepts you may have heard of: AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation). I’ll explain what they mean and share simple, practical steps to help your organisation stay visible, findable and trusted across search engines and AI tools. 

What does AEO and GEO actually mean? 

AEO: Answer Engine Optimisation 

AEO is about creating content that AI tools can understand and safely cite. When your information is clear, structured and well supported with definitions, FAQs, data and sources, assistants have more reasons to use it when they generate answers. 

In short, AEO helps your charity’s expertise and authority appear inside AI assistants, which is where mre and more people are asking questions. 

GEO: Generative Engine Optimisation 

GEO is similar but focuses on how generative models take in and remix content. If your website answers real questions, in simple language and with well sign-posted blocks, models are more likely to capture and reuse those fragments correctly. 

The key point: AEO and GEO are not technical tricks. They reward organisations that communicate with clarity and usefulness. 

Why this matters for charities 

Your audiences, including your beneficiaries, partners, funders and the media, already use AI to search, compare and decide. If your content is hard to understand or poorly structured, you may be losing traffic, referrals and opportunities without noticing. 

The good news: small adjustments to pages you already have can deliver visible improvements. 

Quick wins you can apply

1. Add FAQs blocks to your key pages

AI assistants rely heavily on question and answer pairs. Identify the most common doubts you receive by email or phone and add them, clearly labelled, to important pages such as Abut us, Services, Get help or Donate.

2. Define your key terms in plain English

If you use sector jargon, create a glossary or add brief definitions in line. This helps users and generative models understand exactly what you do.

3. Use short, well-structured paragraphs 

Generative models struggle with dense blocks. Break text with subheadings, bullets and callouts. You will gain readability and your ideas will be easier to reuse. 

Keep in mind: paragraphs of 3 to 5 lines. Each subheading should answer a specific question.

4. Add mini how-to sections inside your content

If you offer advice or guides, include actionable steps such as checklist or top tips. This makes it easier for assistants to match your pages to users’ questions.

5. Optimise one existing page before creating a new one

Pick a page with traffic or strategic potential and apply all the improvements above there first. A focused refresh usually outperforms publishing something new without structure. 

Keep it simple 

AEO and GEO can sound specialist, yet they are really about clarity, usefulness and trust. If your content helps real people solve problems, that value will show everywhere: in search engines, in AI assistants and in your users’ outcomes. You don’t need to change everything in one day. Improve a handful of pages first, measure the results and build confidence with each interation. 

If you apply this, you will see improvements without extra complexity. And, if you want to accelerate, with criteria and examples from the sector, join us at The Charity AI Update, an online, practical event to help you step into 2026 with clarity.